In the dynamic field of e-commerce, social media marketing serves as a crucial tool for enhancing consumer engagement, brand awareness, and sales conversions. Businesses are redefining digital strategies to enhance engagement with online consumers through the incorporation of emerging trends, including influencer marketing, short-form video content, AI-driven chatbots, live shopping, and personalized advertisements. This study evaluates the effectiveness of emerging trends in social media marketing and their impact on the evolution of e-commerce businesses. A standardized questionnaire was distributed to 165 e-commerce consumers to gather quantitative data. The findings indicate that video content and influencer endorsements significantly affect consumer behavior, while AI-driven customization and interactive features improve user satisfaction and shape purchasing decisions. This study outlines effective strategies and offers recommendations for businesses aiming to improve their social media marketing efforts.
Anute et al. (Fri,) studied this question.